With the multitude of information being blasted at marketing managers for building product companies, it is easy to get overwhelmed. We tend to get sucked into doing things the way we have always done them, creating glossy printed brochures or coming up with the latest hashtag to drive web traffic.
When this happens, it is helpful to step back and get inside the head of your target customers, put yourself in their shoes and have a new look at your building product brand from the outside in. A helpful way to do this is to have a look at the research that is out there, and see what other marketing managers are thinking.
In a recent study “From Creativity to Content” was a survey of 177 senior marketers in North America. The results strongly show that visual assets are all increasing in importance. This is especially important to us, most of which are creating marketing efforts directed towards Architects, who are decidedly visual people.
Sometimes it is easy to forget the simple things, using dramatic visuals to tell the story of a brand is really the quickest way to communicate with another human being. A large percentage of our brains are dedicated to visual processing, and the first impression your brand makes is critical.
Regards and I hope you find beauty today, even when it is not pretty.
-JY
About the Author :
Jason Yana has 2 decades of experience in architectural technology, 3d graphics and construction marketing. This unique combination provides highly-effective visual representations of building products that fuel marketing and support efforts.
His award-winning body of work informs, inspires and educates building product customers.